menu

How To Create A Great Brand By Asking ‘Stupid’ Questions – Dan Germain, Innocent [Video]

How To Create A Great Brand By Asking ‘Stupid’ Questions – Dan Germain, Innocent [Video]
Advertising

At PSFK's London conference, head creative at Innocent Drinks explains how story-telling and trial & error created a brand that customers can love.

Karen Summerson
  • 14 october 2012

How does a start-up achieve success? Is there a sure-fire route to creating a loyal fan base and a unique company image? Dan Germain, Head of Creative at Innocent, a UK smoothie brand and subsidiary of Coca-Cola, recalled his experiences with brand development at this year’s PSFK CONFERENCE LONDON in September.

Originally working as an English teacher, he and some friends had a great idea for a product–fruit smoothies– but had no design or marketing experience. Yet, in 1999 they began their venture, often asking “stupid” questions until they found in-routes and designs that fit their product.

In the talk Germain shared that the original name of the product (“Fast Tractor Smoothies”) which didn’t garner them the fame they desired, so they did research to find a more appealing name. After that, the design of the container became their new challenge. Self-described as a brand “obsessed with doing stuff,” the company constantly tried new approaches, including embedding content in the bottom of the bottle and fitting bottle caps with locally-knitted hats. Germain says he continues to look to Woody Allen for inspiration – he keeps going and creating, even when he’s sure that some of it will be rubbish.

Some highlights from the talk:

  • Telling stories is important – it keeps your legacy alive and reminds you of where you’ve been.
  • Look to the outside for inspiration – people, other businesses, etc.
  • Look for ways to involve your community that will benefit you both.
  • Don’t be afraid to fail – rubbish happens.
  • Keep moving forward, making changes as you go.

DanGermain / Innocent

Want to hear more inspiring talks at PSFK events? Click below to buy tickets for PSFK CONFERENCE SAN FRANCISCO 2012.

+advertising
+beverage
+Brand Development
+coca-cola
+consumer goods
+Culture
+dan germain
+Design
+Environmental / Green
+Europe
+Health
+Innocent
+innocent drinks
+London 2012
+Market Research
+Media & Publishing
+presentation
+retail
+technology
+UK
+USA
+Work & Business

More in Health

Health

7-Eleven Introduces Local, Restaurant-Style Meals

Italian, Asian, and Mexican meals are being tested at the convenience store chain

26 September 2017
Health

Lyft Is Offering Seniors Free Rides To Understand Their Needs Better

The ride-sharing company is working with USC and AARP in a new study

25 September 2017

The Latest

Member Briefing: The Future of Manufacturing

During a webinar on Thursday July 13th at 10am, the PSFK research team will be presenting findings from our most recent report, Future of Manufacturing. For this project, we looked at how brands and organizations can meet elevated consumer needs and combat increased market competition by leveraging connected technologies that give total insights to manage their end-to-end operations and the opportunity to integrate cutting-edge technologies to reinvent supply chains.

JULY 13, 2017 | NYC
PSFK 2017: The Future Of Tech Is Biology

Christina Agapakis, creative director at Ginkgo Bioworks, discussed how she uses her background in science and collaborates with engineers, designers, artists and social scientists to explore the many unexpected connections between microbiology, technology, art and popular culture.

JUNE 29, 2017 | NYC
No search results found.